RURAL MARKETING STRATEGIES

• Segmentation of Rural Market.

• Competitive Strategy based on five force model

1) Supplier – who can serve cheap quality raw material.
2) Customer Power – Good quality products to be
served to enhance customer power.
3) Potential Entrants – By being in rural area first and
buliding good relations, so that chances of new entrants
will be less.
4) Substitute Products – Company must have adequate
strategy to conter the problem of substitutes.
5) Competitors – Brands rarely compete with each other
in rural area they just need to be there with the retailer
and with the help of the retailer products enter the rural
homes.
 RURAL MARKETING STRATEGIES

• Product Strategy
Understanding of Valued Product
Small Size Packaging
Low-Priced Package and Product
Rough and Tough
Utility Oriented
Logos and Symbols
Branding Strategies
 RURAL MARKETING STRATEGIES

• Pricing Strategy
Low Pricing (Rs. 5 price point)
Cost Saving in Packing
 RURAL MARKETING STRATEGIES

• Distribution Strategy
Ensuring Reach and Visibility
Reaching upto Mandis/Towns/Semi-Urban
Centres
Targetting Larger Villages
Understanding of Peak Seasons
Delivery Vans
Sales Women Network
 RURAL MARKETING STRATEGIES

• Distribution Strategy
Collaboration for Distribution.
Converting Unorganised Sector Manufacturers
into Distributors.
Company’s own distribution network.
Haats.
Melas.
 RURAL MARKETING STRATEGIES

• Promotion Strategy - Types

Television
Cinema
Radio
Print Media
Hoardings
Promotion in Melas/Haats etc.
 RURAL MARKETING STRATEGIES

• Promotion Strategy - Ways

Direct talk with traders, co-operative societies
Contacting friends and relatives
Village fairs
Towns and Village market days
Agents (Commission Basis)
Agriculture Magzines
Hoardings in towns, villages and highways
Wall writings
Ad. In tent cinemas
Audio visual displays
Use of local language
 Other STRATEGIES TO BE FOLLOWED
Dynamics of rural markets differ from other market types, and
similarly, rural marketing strategies are also significantly
different from the marketing strategies aimed at an urban or
industrial consumer.
Rural markets and rural marketing involve a number of
strategies, which include:
• Client and location specific promotion
• Joint or cooperative promotion..
• Bundling of inputs
• Management of demand
• Developmental marketing
• Unique selling proposition (USP)
• Extension services
• Business ethics
• Partnership for sustainability
Contd….

• Client and Location specific promotion involves a strategy

designed to be suitable to the location and the client.
• Joint or co-operative promotion strategy involves
participation between the marketing agencies and the client.
• 'Bundling of inputs' denote a marketing strategy, in which
several related items are sold to the target client, including
arrangements of credit, after-sale service, and so on.
• Management of demand involve continuous market research
of buyer’s needs and problems at various levels so that
continuous improvements and innovations can be undertaken
for a sustainable market performance.
Contd….
• Developmental marketing refer to taking up marketing
programmes keeping the development objective in mind and
using various managerial and other inputs of marketing to
achieve these objectives.
• Media, both traditional as well as the modern media, is used
as a marketing strategy.
• Unique Selling Propositions (USP) involve presenting a theme
with the product to attract the client to buy that particular
product. For examples, some of famous Indian Farm
equipment manufactures have coined catchy themes, which
they display along with the products, to attract the target
client, that is the farmers. English version of some of such
themes would read like:
• The heartbeats of rural India
• With new technique for a life time of company
• For the sake of progress and prosperity